Hello Reader,

Welcome to week 2 of the 7-Figure Sales Programme Mini Course!

Before we get started, here’s a little motivation for you:

In order to outplay and outsell your competition, you must be able to outthink your competition. When you can do all three – you’ve achieved triple “o” status. Triple “O” status doesn’t sound so bad, does it?

Now, from this week onwards, we’ll just be doing a quick refresh on the previous lesson and then diving in.

Last week we talked about building a strong sales foundation by defining your vision and why, refining your USP, implementing systems that work, and also the skills and habits that are non-negotiable.

This week, we’re moving to the next critical step in the 7-Figure Sales Programme, which involves the most powerful asset in your arsenal – your brain - because Step B is all about Thinking.

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Sales mastery isn’t just about what you do. It’s about how you think. Your mindset, emotional intelligence, and ability to read and influence human behaviour directly affect your results. So, let’s jump in and lay out the thinking patterns of 7-figure sellers.

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B1: Understand Human Behaviours Sales is a People Game

Every sale starts with a person making a decision. When you understand why people buy and how they make choices, you can position yourself as the natural solution to their problems. Buying decisions are driven by two key forces:

• Emotion: People make decisions emotionally and justify them with logic.
• Pain and Pleasure: Most decisions are made to avoid pain or pursue pleasure.

How to Apply This:

• Ask pain-focused questions: What problem are they trying to solve? What’s at stake if they don’t?
• Highlight the emotional outcome: What will change for them if they succeed?

Example: When selling a cybersecurity solution, don’t just talk about features. Ask, “What would happen if your systems were compromised tomorrow?”

Action Step: Practice asking open-ended, emotion-driven questions in your next sales conversation. Make note of how the prospect responds differently when you tap into their feelings.

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B2: Emotional Sales Intelligence The Secret Weapon

Emotional intelligence (EQ) in sales is a superpower. It’s your ability to understand, empathise with, and influence others’ emotions. High-EQ salespeople close more deals because they build trust faster and handle objections with ease.

Five Key EQ Skills:

• Self-Awareness - The ability to know when others aren’t listening to you.
• Self-Control - The ability to control your emotions and keep your mouth shut.
• Socialisation - The ability to build relationships.
• Motivation - The ability to find your reason why you’re doing this.
• Empathy - The ability to see the situation from the prospect’s perspective.

Example: A prospect might say, “Your service is too expensive.” Instead of reacting defensively, a high-EQ salesperson would respond, “I understand budget is a concern. Can you tell me more about what’s driving your pricing expectations?” This keeps the conversation open and collaborative.

Action Step: Reflect on a recent objection you faced. How could you have responded more empathetically? Rehearse a better response for next time.

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B3: Reading & Influencing Sales is a Two-Way Street

Top salespeople are skilled at reading between the lines and influencing behaviour. This isn’t manipulation – it’s about understanding subtle cues and guiding the conversation toward a mutually beneficial outcome.

How to Improve:

• Pay attention to body language: Is your prospect leaning in or pulling away?
• Listen for tone shifts: Are they becoming more excited or hesitant?
• Ask clarifying questions: When you sense hesitation, dig deeper.

Example: Imagine a prospect says, “We’re happy with our current provider.” Instead of accepting that at face value, ask, “What do you like most about your current solution?” or “Is there anything you wish could be improved?” This approach uncovers hidden dissatisfaction.

Action Step: Next time you hear an objection or hesitation, pause and ask a clarifying question. Watch how this shifts the conversation.

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B4: Shaping the Sale Lead the Dance

The best salespeople guide the buying process. Instead of passively reacting, they shape how the sale unfolds. This involves setting clear expectations, framing the conversation, and leading prospects to see the value in your solution.

Steps to Shape the Sale:

• Set the agenda: At the start of a call, outline what you’ll cover and get agreement.
• Frame objections as opportunities: Reframe concerns as a chance to showcase value.
• Create urgency: Highlight the cost of inaction.

Example: When a prospect says, “We need more time,” you might respond, “No problem. May I ask what exactly you are uncertain about that’s leading you to need more time to think about this?”

Action Step: Practice leading the next sales conversation with a clear agenda and guiding questions. Notice how this increases your control over the outcome.

So, sales isn’t just about working harder – it’s about thinking smarter. Mastering human behaviour, emotional intelligence, and the ability to read and influence are all skills that separate top performers from the rest. So, master this level of control over your brain, and you’ll be well on your way to the next level!

Next week, we’ll dive into Step C, which involves some Sherlock Holmes type of detective work.

Until then, keep thinking like a pro!

James

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